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PR Best Practice Evaluation
Presentation at the CulturalConference 21 Jan 2011
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RECOMMENDED QUANTITATIVE
METRICS
Metric Definition
Pieces of coverage Count of number of times a piece of coverage
appears
Reach % Percentage of a target audience exposed to 1+
mentions
Reach 000 Number of audience exposed to 1+ mentions
Frequency (OTS) Average number of times an individual is exposed
to PR
Impacts Number of times the article is seen (Reach 000 x
OTS)
Ratings Impacts over Universe (i.e. equivalent to Gross
ratingpoints/TV ratings)
Cost per 1,000 impacts Total PR spend, multiplied by 1,000, then
divided byimpacts
Source of coverage Where coverage appears
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RECOMMENDED SOURCING OF
QUANTITATIVE MEASURES
Industry Body Media Discipline
National Readership Survey National press / magazines
BARB TV
JICREG Local press
RAJAR Radio
Examples of thetypes of sources thatcan be used are
listedbelow:ComscoreGoogle analyticsNielsen
Digital*No established single industry-accepted body exists
for
digital measurement.
Therefore, the data sources listed here
may be used, amongst others.
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RECOMMENDED QUALITATIVE
MEASURES
Metric Definition
Content of PR coverage Key messages
Favourability of coverage Positive/neutral/negative
In addition media evaluation agencies to continue using
bespoke
qualitative measures
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ADDITIONAL KEY PERFORMANCE
INDICATORS (KPIs)
PR campaigns need wide ranging KPIs tailored to the
specificactivities and objectives of each campaign
Specific KPIs should be agreed at the outset of each campaign
e.g.number and quality of case studies delivered, number of calls
tohelpline/website, event management, etc.
We developed a KPI template that will be used to agree and
track
KPIs for all COI and public sector campaigns and this will be
rolledout shortly
For some campaigns, independent tracking research should also
beundertaken to link PR results to changes in consumer awarenessand
behaviour
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"Central Guidance on standards used in evaluation would be a
welcomecontribution to Government communications planning,
helpingprofessionalise what we do and create meaningful comparisons
for sharedlearning between projects carried out by different
Departments" (MOJ)
"...we fully support efforts to establish uniformity in the
terms used for
metrics which will provide transparency...' (Metrica)
" Every campaign has a different remit, approach, audience and
objective,therefore using a number of predefined metrics to assess
whether acampaign has been successful runs the risk of being
flawed." (Metrica)
"It is essential to evidence the ROI of PR activity against the
specificcampaign objectives... these could include changes in
behaviour" (BlueRubicon)
"It would be good if these measures, and the qualitative
measures, are putin the context of audience response" (Fishburn
Hedges)
CONSULTATION QUOTES
